That’s a good question. 

In fact, it’s one we’re still trying to nail down – because we’re testing the untested. 

For a year now, our intention has been to purposefully do things differently. And when you do something that’s not really been done before, it takes some time to cement.

We started an improvement studio to bring a little more depth and meaning to the branding world. 

Truth be told, we got fed up of making companies look good, when behind the scenes their people, processes and purpose were being completely overlooked.

We hope that there are leaders out there who want to make the incremental changes. People who want to facilitate proper, well-intentioned improvements to the insides and outsides of organisations. 

To look good AND have a positive impact on people.

That’s the work that lights us up. The stuff that’s strategic and beautiful. Creative and impactful. People and future focussed.

We've also made the choice to design our own products and services? Why? Because we believe some of the ideas we've had can genuinely improve people’s lives. And if that’s not a reason to do something, then we’re not sure what is.

Calling ourselves an improvement studio is our attempt to put a loose label on all of this (and everything else we do). A few words to capture our ‘who’, ‘what’, ‘how’ and ‘why’.  

So far, we've designed apps, brands, products, programmes, fonts, processes, websites, packaging, spaces, videos, campaigns – we've even designed design teams. And there's lots more we want to do.

It doesn’t really matter how we skin it. What matters is that we’re not sitting around waiting for the future to happen to us, we’re shaping parts of it. 

It’s a big goal. A daunting one. 

But imagine if we pull it off.